#Japan #Shibuya #SHIBUYA SCRAMBLE #DOOH Advertising #Pre-Vision Labs

Pre-Vision Labs SHIBUYA: A New Era in DOOH Advertising

In the heart of Tokyo's bustling Shibuya district lies one of the most iconic urban spaces in the world—the Shibuya Scramble Crossing. This vibrant locale not only serves as a major transportation hub but also as a canvas for dynamic digital out-of-home (DOOH) advertising. In a groundbreaking development, three companies—Connected Media, Apelo, and Bass Drum—have joined forces to introduce Pre-Vision Labs SHIBUYA. This innovative simulation service aims to revolutionize the way advertisers approach creative design for synchronized broadcasting across multiple large-scale displays.

Service Overview

Pre-Vision Labs, affectionately known as プレラボ, offers a unique simulation service that allows advertisers to visualize their concepts within a 3D model of the actual urban environment. By placing their creative ads onto the various digital screens positioned throughout Shibuya, clients can generate a video representation, enabling them to see how their message will appear in real-time. This pre-broadcast preview is not just a visual aid; it significantly enhances creative quality and streamlines the approval process, making it easier for clients to constructively design multiple displays cohesively.

Challenges Faced

The Shibuya Scramble Crossing is no stranger to synchronized broadcasts, with many advertisers relying heavily on existing 16:9 content. While this has worked, it often lacks the unique flair that a fully customized creative approach can deliver. With Pre-Vision Labs at their disposal, creative teams can work easily with varied screen shapes, orientations, and sizes, thereby pushing the boundaries of dynamic expression that synchronized advertisements demand.

Service Details and Pricing

The offering includes generating Shibuya synchronized display image videos for pre-approval. Optional services such as creative optimization support and pre-creative research are also available. Pricing begins at 300,000 JPY (excluding tax). This pricing strategy allows for a flexible yet robust approach to outdoor advertising, accommodating diverse client needs.

Why Connected Media Offers This Service

Connected Media is committed to enhancing the effectiveness of DOOH advertising by focusing on impression-based selling and visualization. In outdoor advertising, “how to present” is just as crucial as reach metrics. Pre-Vision Labs acts as a supplementary tool in the creative design phase, linking planning, expression verification, and effectiveness measurement in a cohesive communication plan.

Integrated Design in Three Steps

Step 1: Planning
The first step involves meticulous planning to establish the groundwork for effective advertising.

Step 2: Pre-Vision Labs
Next, using Pre-Vision Labs, advertisers can visualize how their creative content will look in conjunction with multiple displays in Shibuya.

Step 3: Advertising Effectiveness Measurement (BLS)
Lastly, the advertising effectiveness is measured through analytics on awareness, favorability, and purchase intention, ensuring a comprehensive effectiveness evaluation.

Roles of Each Company

Connected Media

They lead the planning, data utilization, and serve as the client contact point.

Apelo

They specialize in simulation technology development and outdoor ad content production.

Bass Drum

They focus on system development, XR integration, and data fusion.

Company Insights

As experts in outdoor advertising, these companies recognize the powerful impact that presentation has on effectiveness. By combining pre-visualization and post-campaign measurement, they support the entire PDCA process for communication.

Future Prospects

Looking ahead, the team plans to strengthen the integration of data and adapt to more sophisticated 3D representations. The expansion of DOOH operations to major cities both domestically and worldwide is also on the horizon.

Pre-Vision Labs SHIBUYA is not just a service; it’s a glimpse into the future of digital advertising—ushering in a world where creativity meets urban dynamism seamlessly.